Volume 3 Issue 2 | 2026 | View PDF
Paper Id: IJMSM-V3I2P126
doi: 10.64137/30485037/V3I2P126

A Study on How Online Reviews and Ratings Influence Buying Decisions in Mayiladuthurai

Mr. Arulprakash, Mr. S. Sri Balaji

Citation:
Mr. Arulprakash, Mr. S. Sri Balaji, "A Study on How Online Reviews and Ratings Influence Buying Decisions in Mayiladuthurai" International Journal of Multidisciplinary on Science and Management, Vol. 3, No. 2, pp. 216-221, 2026.

Abstract:
Rapid growth of digital platforms and technological development has drastically changed the employment structure of the modern economic environment. The concept of gig economy has been introduced which refers to a flexible form of employment where an individual is engaged in temporary or freelance type of occupations like food delivery, driving, freelancing and online activities. This paper aims to conduct a study on the working conditions, job satisfaction, income stability and various issues experienced by gig workers in the contemporary economic environment. This research will attempt to evaluate the influence of flexibility, work life balance, income and job security among gig workers. Primary data was gathered from 150 respondents through the method of survey using the technique of simple random sampling. Statistical techniques such as percentage, mean, correlation analysis and chi-square test were utilized in analyzing the data obtained with the use of SPSS tool. It can be found that gig work offers flexible job options and income sources to workers, particularly the youth. There are various challenges faced by gig workers including income instability, no social benefits, job instability and pressure at work. This study demonstrates that the gig economy contributes significantly to job creation and economic growth in the modern-day economy. While on this note, it must be stated that better labour policies, wages, and working conditions should be put in place to secure the welfare of gig economy participants.

Keywords: Gig Economy, Gig Workers, Digital Platforms, Job Satisfaction, Work Flexibility, Income Stability, Employment, Modern Day Economy, Job Security, SPSS Analysis.

References:
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2. Jeremias Prassl, “Humans as a Service,” Oxford University Press, 2018.
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4. Alex J. Wood et al., "Good Gig, Bad Gig: Autonomy and Algorithmic Control in the Global Gig Economy," Work, Employment and Society, vol. 33, no. 1, 2018.
5. Vikram Sherawat, "Gig workers and financial insecurity," Unlocking the Gig Economy in India, pp. 108-124, 2025.